However, that doesn't always make sense for the business side. Businesses need to sell something so they can pay us. I think you'll find it's typically management that has no interest in Linux; it's just an additional cost for little perceived gain. Where it could be worthwhile, few engineers have the extra cycles to make that business proposal and convince everyone up the chain (at least at the company I work for).
It may be more challenging at an established company like Nvidia. They've found their markets and understand how to compete in them. They probably don't want to jeopardize those existing markets by opening up something that may give them a competitive advantage. They don't see enough value in taking the risk.